Batman FTW! You’ve got villains from other comic brands that are of Batman villain quality, but usually that’s one or two at the most per title. Dr. Doom, Green Goblin, Magneto, Bullseye, Red Skull, Doc Ock, Loki, Lex Luthor, they’re up to par with the likes of Batman rogues, the difference is…Batman has arguably double the amount of villains of this quality. They’re also so iconic, debatably as popular and famous as the title character himself, the Joker possibly more so. You walk up to strangers on the street, ask them to name comic book villains, and you might get slight varying answers for other superhero rivals. But with Batman, casuals off the street know at least five or six. Joker, Penguin, Riddler Catwoman, and Two-Face are all ridiculously iconic faces as not just villains but comic character in general. They might not all be popular anymore, but they’re absurdly recognizable, probably due to the Adam West television series, Two-Face being the only one omitted out of those five, but making his own path through the films and animated series. Then you've got lesser knowns to outside comic book fans, but comic fans themselves know the mark that characters like Scarecrow, Ra's Al Ghul, Mr. Freeze, Harley Quinn, Poison Ivy, and others left. It's just no contest. Batman outranks by a long shot.
And I think they shine with people because they’re exaggerated but the best ones aren’t altogether outright unbelievable. Homicidal clowns, seductive femme fatales, bisected bipolar former buddies, obsessive compulsive geniuses, criminal kingpins, it keeps going. He’s got his super powered foes, but even they have some element of heightened realism. There’s egotistical environmentalists, psychotic past psychologists, and real sciences used to make oftentimes much more sympathetic or understanding bad guys than your average villainous caricature. Not to mention, most of all, Batman villains play on archetypes more than any other.
I'd give Spider-Man close second.
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